The document discusses how to create the perfect ad and landing page by telling a story that guides users through the sales funnel. It recommends testing different elements like benefits, features, and calls to action across ads and landing pages to see which perform best based on metrics like clicks, conversions, and conversion rates. Elements should address the user's intent from their search query and reduce anxiety. A/B and multivariate testing tools can help identify the highest performing combinations of elements. Frequent, data-driven testing of ads and pages is important to continuously improve the "story" told to users.

1. The Perfect Ad & Landing Page

2. The Perfect Ad & Landing Page
1st - Put Google Before Yourself
2nd - Be in Control with Stats you can Use
3rd - Build a Money Machine
4th - Optimize for Profit
5th – Expand & Grow

3. The Sales Funnel is a Story
• The story starts with the user’s search.
• A good ad continues the story.
• The landing pages helps complete the story
• The story ends with the user’s purchase.
Search
Ad
Landing Page
Conversion

4. The Right Keyword Dictates the Story’s Plot
• More keywords
• Less relevant keywords
• More traffic
• Less Keywords
• More Relevant Keywords
• Less Traffic
• Higher Conversion Rates
• Most Expensive

5. The Story’s Canvas
• The story begins with the keyword
• A good story ends with a sale
• The Ad and Landing Page are the Story’s Canvas
• Testing user engagement from the ad to the landing page teaches
you what you need to create the perfect story.

6. Writing the Story
The story begins with the search. You then need to continue the story by:
1. Let them know you’re the solution they are seeking.
2. Address the problem that led them to search in the first place.
3. Explain to them why you are the solution they are seeking.
4. Give reasons to trust you in order to reduce anxiety.
5. Give examples of what can go wrong if they don’t purchase.
6. Define a clear call to action to move forward and buy.
Each of these steps are accomplished with different elements that are incorporated in the ad, and
landing page.

7. The Elements of The Story
It all begins with the keyword which expresses the intent of the user. Next come various elements
that make up the copy of the ad and landing page.
1. Benefits of the product are elements that help let the user know that they have come to the right
place.
2. Elements that address the problem that brought them to you gives them more confidence that
you have a solution.
3. Features are elements that explain why you are the solution they are seeking.
4. Reduce Anxiety and Doubt with elements that give trust, such as user testimonials, guarantees,
free trials.
5. Examples of what can go wrong are possible, but not necessary elements in the story.
6. Define a clear call to action to move forward and buy. The call to action can come in one of many
forms. Each is a different element that needs to be tested.

8. List Your Elements & Incorporate them
Layout of an Ad – the purpose of the ad is to grab attention in the form of a click. Experiment with many ads
that incorporate different elements that you have come up with.
• Headlines – Two headlines are separated by a dash with up to 30 characters each. This should directly the
keyword that the user searches for.
• Display URL – Shows your Website Address along with path fields that can be made up.
• Description – Here you have 80 characters to incorporate some (not all) of the elements of the story. The
only must is a call to action. Ads without a call to action to progress almost always underperform.
The Landing Page is meant to complete the story and sell.
• Keep it minimal, especially above the fold.
• Have a clear call to action
• The design needs to be easy on the eyes. Everything must follow a proper grid layout.
• No Distractions – Most landing pages should not have links to the rest of the website.
• User testimonials as well as trust seals around the call to action help reduce anxiety and give credibility.

9. Landing Page Examples

10. Test Your Ads
• Mix and match different elements to create multiple ads.
• Run them side by side in the same ad group to A/B test
over the same time period.
• Set the ad group to let the ads appear equally.
• Check new ad concepts shortly after launching. A new
ad that bombs can severely hurt the health of your
account.
• Use Impressions, Clicks, CTR, Conversions, and
Conversion rates as metrics to determine the winning
ads.
• Learn to rely on significant stats to determine a winner.

11. Test Your Landing Pages
Google Optimize is a free tool that gives you everything you need to test your landing pages.
• A/B Testing lets you run 2 or more unique variations side by side.
• Multivariate testing lets you test multiple combination of elements at once.
Like with testing text ads, you’ll need to learn to rely on significant stats to determine a winner.

12. How Much & How Often to Test
• Number of Impressions or Clicks / Time / Number of Variations
• Performance variations of the experiments
• Statistical Confidence in having a winner - https://abtestguide.com/calc/

13. Questions